You can now connect websites to your friends so that they are highlighted properly next time they appear in your Bing’s search results.

Microsoft Bing developers spoke about this new feature:

There are probably many “John Smith’s” out there, but when John Smith’s friends are looking for him, they want to find their friend John and information about him. By having more control over how you show up in Bing through linking related pages to your search results, now you can help your friends find the interesting stuff that you want them to see.

Users also get the ability to remove their own connections that might have been setup by their friends.